• June 5, 2008

The program gets started next week in six markets. The effort, targeting the 16- to-20-year-old demo in Dallas, Denver, Las Vegas, Orlando, Philadelphia, and Virginia Beach, runs through August.

Slurpee "street teams" will be set up at places like skate parks, malls, movie theaters, water parks, beaches, and pools--distributing buy-one, get-one-free coupons, music-download handouts and Frisbees.

At some locations, consumers who bring a Slurpee cup will receive free admission to that venue.

Dallas-based USMP, the event marketing agency of Omnicom's The Marketing Arm, is managing the program.

--Karl Greenberg